There are several lead generation tactics B2B marketers can use today, but one of the most effective (and incredibly underrated) tactics is a well thought out survey. They provide a wealth of target audience intelligence that enable your teams to market more efficiently and sell smarter, resulting in better leads and greater pipeline growth. Here are the reasons why leveraging surveys can take your B2B lead generation efforts to the next level.
Uncover Target Audience Intelligence
It’s very important that you craft surveys meant for a specific audience, whether that be by industry, company type, job function or title. Surveys should always speak directly to your target audience. By asking the right questions, you can uncover pain points, preferences, initiatives, and trends from your audience that you wouldn’t have otherwise had. You will then be able to use this intelligence to fuel your sales and marketing efforts moving forward. Very few lead generation tactics can match the amount of actionable prospect data that surveys provide.
Faster Lead Qualification and Greater Efficiency
Surveys can help you qualify leads faster and more effectively based on their responses, segmenting them according to their level of interest, challenges and needs, budget, timing, etc. This approach allows your sales team to focus on high-potential leads, work more efficiently, and improve conversion rates as a result. It also lets you know who isn’t interested and/or not a fit for your offerings, so you won’t be wasting time and resources on prospects that don’t make sense for your business.
Enhanced Customer and Prospect Experience
Surveys demonstrate that you value your prospects’ opinions. When you invite them to share their thoughts, it creates a sense of involvement and partnership. This not only enhances their experience with your brand, but it also positions you as a thought leader that prioritizes customer and prospect feedback. A positive customer experience can significantly influence lead conversion and brand loyalty. Finally, incentivize participation by offering survey respondents a free copy of the results or entry into a prize giveaway. This will increase engagement and improve their experience with your brand that much more.
Measurable Results and Data-Driven Decision Making
The beauty of surveys lies in their ability to provide measurable results. You can then use these results to inform your sales and marketing strategies and personalize your approach. When you put together a lead generation survey the right way, your prospects will tell you who they are – their role in the decision making process; what their current environment looks like; what they like about their business and what they wish they could change about their business; the main challenges they’re faced with and how that impacts their business and them personally; initiatives they have to solve those challenges and improve; budget they have allocated for those initiatives and how soon they’re looking to invest. As mentioned above, this insight will enable your sales team to sell smarter and move leads through the funnel faster. It will enable your marketing team to build campaigns that speak directly to your prospects and the unique positions they’re in. This is simply a more efficient way to work, and the result will be a beefier pipeline and more customers for your business.
Content Creation and Thought Leadership Enhancement
The insights gained from surveys can serve as the foundation for valuable content creation and deeper engagement with your audience. You can share key survey findings through executive briefs, webinars, blogs, and videos, positioning yourself as a subject matter expert in your space. This will not only attract new leads but also nurture existing ones, keeping your brand top-of-mind for when they’re ready to buy the products/services that you offer.
Conclusion
Surveys are an elite B2B lead generation tool for a reason. They offer unmatched insights that can shape your sales and marketing strategies, allowing you to personalize your approach, enhance engagement, and attract more customers. As you plan for Q4 and 2025, prioritize lead generation tactics that deliver quality data and empower you to make quicker, more informed decisions for your business.
Jason Stegent is the Founder & President of Elastic Solutions. Email him @ jstegent@elasticroi.com